Analysis of the impact of executional factors on advertising performance

Journal of Advertising Research

Volumn 40, Issue 6, 2000, Pages 85-88

  Stewart, David W ^a   Furse, David H ^a  

^a NONE

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EID: 2442542560     PISSN: 00218499     EISSN: 17401909     Source Type: Journal    
DOI: 10.2501/JAR-40-6-85-88     Document Type: Article

References (6)

1. Burke Marketing Research, Inc. "The Effect of Environmental and Executional Variables on Overall Memorability." Cincinnati: Burke Marketing Research, 1978.
2. McCollum/Spielman/and Company, Inc. "The Influence of Executional Elements on Commercial Effectiveness." Great Neck, New York: McCollum/Spielman/ and Company, Inc., 1976.
3. McEwen, J., and C. Leavitt. "A Way to Describe TV Commercials." Journal of Advertising Research 16, 6 (1976):3-39.
4. Ogilvy, D., and J. Raphaelson. "Research on Advertising Techniques that Work - and Don't Work." Harvard Business Review 60, 4 (1982):14-16.
5. Ray, M. L. Microtheoretical Notions of Behavioral Science and the Problems of Advertising. Marketing Science Institute Report no. 75-101. Cambridge, MA: Marketing Science Institute, 1975.
6. Stewart, D. W.; D. H. Furse; and R. Kozak. "A Guide to Commercial Copy-testing Services." Current Issues and Research in Advertising 6,1 (1983): 1-44.